The Canadian Premium Audience Exchange (CPAX) service has a new member in Corus Entertainment Inc.
CPAX was initially brokered by Shaw Communications, Rogers Communications and the CBC. While the group seems like odd bedfellows at first blush, the partnership makes sense from a fiscal standpoint.
CPAX enables advertisers to pinpoint Internet users in real time for the purposes of exposing them to targeted advertisements across several websites operated by Shaw, Rogers, the CBC, and now Corus Entertainment.
Corus brings sites for television properties like the W Network, Cosmopolitan TV, OWN, and Nickelodeon Canada to the CPAX fold.
The competition for digital advertising dollars is significant, to say the least, and these sorts of partnerships apparently account for about a fifth of the online display market. An estimated $3.1 billion will be spent on online advertising in 2012 and CPAX enables Shaw, Rogers, CBC, and Corus to get a bigger piece of the pie.
The deal also symbolizes just how much media and content companies are scrambling to look for ways to unearth more revenue streams. The technological sectors are rapidly converging with media companies and vertical integration is the order of the day, so it’s hardly surprising to see more unlikely partnerships between “competitors.”
CPAX is billed as a “new online, real-time bidding exchange service that provides advertisers and agencies with access to premium digital inventory.”
Each of the media companies involved in the partnership will keep their sales operations as per normal, but the “inventory” from their various brands will be made available for bidding by private access buyers. Inventory will be pooled amongst the companies’ digital assets, which means that buyers can bid specifically on inventory that meets their target demographics.
It is, in effect, a way for companies to share inventory on customers and potential customers with one another while maximizing advertising potential across digital space.
“With Corus joining CPAX, advertisers will have access to Corus’ high quality, targeted online audiences through an efficient transactional system that maximizes the use of available inventory,” says Gerry Mackrell, vice president of sales/television, Corus Entertainment. “This will allow Corus’ sales team to focus on providing value-added, fully integrated on air and online solutions to our clients.”